I'm a big fan of the Good Grips range of kitchen utensils by Oxo. Originally inspired by the need to appeal to people with arthritis, they've proved to be incredibly popular, with huge mass market appeal. About half the stuff in my kitchen is Good Grips. I use them on a daily basis and find them a joy to use. They're comfortable, robust, with a very distinctive look. 

It's a great example of how simple, thoughtful design can make ordinary household items feel a little bit special.

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Over the past couple of years I've been really impressed with the way McDonalds has re-invented itself. It's a great example of brand growth through rejuvenation. Here's a few lessons:

1. Get Back to Basics

It continues to improve its core burger and chicken offering and reassure on the quality and source of the ingredients. In tough times it continues to offer great value, with prices starting at 99p. Students get discounts and free wi-fi. It's still a cheap place to eat.

2. Improve the Experience

The extensive redesign has made it a much friendly place to visit. Goodbye to the red and yellow primary colours and welcome to a more natural, comfortable environment.

3. Broaden the Appeal

The menu is more diverse with lots of healthier options: salads, fruit bags, carrot sticks. You can also buy Tropicana juice and Oatso Simple porridge.  . I'm sure burgers and fries are still their main revenue source, but at least there's more choice. And they serve decent coffee.

4. Keep it Fresh

As well as all the new healthy options, there's a  continual cycle of new offers to tempt the consumers, such as its Festive Menu. You can always try out something new.

This all may sound quite simple but they've addressed their issues head on, executed these changes brilliantly and on a large scale. This fabulous ad - click here, sums up what McDonalds  stands for today - the place for everyone. Really insightful, beautifully observed, nicely shot, great voiceover.

Compare the fortunes of McDonalds with those of Starbucks - the darling of the 90s, which continues to struggle. It now talks about bringing back the old style logo and changing the design so that it appears to be a ‘local' coffee bar. Who are they trying to kid?

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When Woolworths closed down, it was a big news story. Unless I've been walking around with my eyes closed, I don't feel the same public outrage or sympathy at the news of Borders going into liquidation.

The reason for its demise is quite simple. Amazon. Best prices. Speedy delivery. Great choice. All from your laptop. It's hard - impossible - to compete with this.

It's sad, because I think Borders is a decent brand which attempted to sell decent products. However, I can't complain too much as I never gave them my custom.

So what's the future for book retailing? Could there be space for a serious competitor to Amazon? Will Waterstones re-invent itself? Maybe there will be a return to more specialist book retailers and a revival of the local second hand book shop? However, as long as people continue to enjoy ‘real' books the industry will stay alive. One thing I do feel confident about is that they will never be replaced by the Kindle or the Sony Player.

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